1 00:00:00,166 --> 00:00:03,712 - Realtor.com recruits Big Boi to celebrate Black homeowners 2 00:00:03,712 --> 00:00:06,506 and the Golden Globes put on a ghost of an award show. 3 00:00:06,506 --> 00:00:07,924 I'm Jeff Beer, and this is Fast Company's 4 00:00:10,927 --> 00:00:14,931 The miss this week goes to the Golden Globes. 5 00:00:14,931 --> 00:00:17,475 Known for decades as Hollywood's drunken bridesmaid 6 00:00:17,475 --> 00:00:18,351 to the Oscars, 7 00:00:18,351 --> 00:00:21,104 the awards given by the Hollywood Foreign Press Association 8 00:00:21,104 --> 00:00:23,690 celebrated its 79th edition last weekend. 9 00:00:23,690 --> 00:00:25,316 Except not really. 10 00:00:25,316 --> 00:00:27,569 See, NBC had already dumped the broadcast 11 00:00:27,569 --> 00:00:30,155 thanks to an "LA Times" investigation last year 12 00:00:30,155 --> 00:00:33,241 that found the organization was riddled with ethical lapses 13 00:00:33,241 --> 00:00:35,118 and a shocking lack of diversity. 14 00:00:35,118 --> 00:00:36,703 There wasn't a single Black journalist 15 00:00:36,703 --> 00:00:38,288 in the 87-person group. 16 00:00:38,288 --> 00:00:40,957 Tom Cruise even returned his three Golden Globes 17 00:00:40,957 --> 00:00:43,877 while other celebrities condemned the group on social media. 18 00:00:43,877 --> 00:00:46,546 But this week's miss is that instead of conducting 19 00:00:46,546 --> 00:00:48,173 some major self-reflection, 20 00:00:48,173 --> 00:00:50,216 the Hollywood Foreign Press Association 21 00:00:50,216 --> 00:00:52,218 took the old showbiz maxim to heart 22 00:00:52,218 --> 00:00:55,472 and decided the show, in some form, should go on, 23 00:00:55,472 --> 00:00:57,474 that is, with no TV broadcast, 24 00:00:57,474 --> 00:00:59,684 no celebrities, and no red carpet, 25 00:00:59,684 --> 00:01:03,063 just a 90-minute private event at the Beverly Hilton Hotel 26 00:01:03,063 --> 00:01:05,607 and announcing the names of the film and television winners 27 00:01:05,607 --> 00:01:07,942 on the organization's social media feeds. 28 00:01:07,942 --> 00:01:08,902 This year's awards 29 00:01:08,902 --> 00:01:11,279 and the circumstances that led to this iteration, 30 00:01:11,279 --> 00:01:14,115 it's all just frankly embarrassing. 31 00:01:14,115 --> 00:01:16,618 Just cancel the show, take a pause, 32 00:01:16,618 --> 00:01:18,787 and get your Hollywood Foreign Press house in order. 33 00:01:18,787 --> 00:01:22,165 Then maybe, maybe we'll wanna watch drunk celebrities 34 00:01:22,165 --> 00:01:24,626 make stream-of-consciousness acceptance speeches 35 00:01:24,626 --> 00:01:25,585 with you again. 36 00:01:25,585 --> 00:01:28,004 This week's hit goes to Realtor.com. 37 00:01:28,004 --> 00:01:30,131 The brand unveiled a new ad campaign this week 38 00:01:30,131 --> 00:01:31,966 to celebrate Black home ownership, 39 00:01:31,966 --> 00:01:33,676 something that had been traditionally held back 40 00:01:33,676 --> 00:01:35,970 by decades of discriminatory practices. 41 00:01:35,970 --> 00:01:38,807 In a spot created by Atlanta-based ad agency Majority, 42 00:01:38,807 --> 00:01:40,308 we meet a young couple just buying 43 00:01:40,308 --> 00:01:41,935 their first "big boy" house. 44 00:01:41,935 --> 00:01:42,811 - Big Boi house. 45 00:01:42,811 --> 00:01:44,813 - And who's there to help them mark the occasion? 46 00:01:44,813 --> 00:01:47,148 Legendary hip-hop star Big Boi, of course. 47 00:01:47,148 --> 00:01:48,775 - Big Boi waterfall shower. 48 00:01:48,775 --> 00:01:50,735 Y'all got Big Boi vaulted ceilings. 49 00:01:50,735 --> 00:01:52,112 Big Boi crawlspace. 50 00:01:52,112 --> 00:01:52,946 - You get it? 51 00:01:52,946 --> 00:01:54,656 Simple joke. Solid payoff. 52 00:01:54,656 --> 00:01:57,033 The agency told Adweek that picking a young Black couple 53 00:01:57,033 --> 00:01:58,034 to star in the spot 54 00:01:58,034 --> 00:02:00,078 is a nod to the role Black homeowners have played 55 00:02:00,078 --> 00:02:02,997 in the surge of millennial homebuyers in recent years. 56 00:02:02,997 --> 00:02:05,500 Plus, those buyers are in a demographic that grew up 57 00:02:05,500 --> 00:02:07,961 during the biggest years of OutKast's reign in hip-hop. 58 00:02:07,961 --> 00:02:09,879 And it's not the first time that random celebrities 59 00:02:09,879 --> 00:02:12,006 have been used in real estate-related advertising. 60 00:02:12,006 --> 00:02:14,801 Remember back in 2016 when Jeff Goldblum and Lil Wayne 61 00:02:14,801 --> 00:02:17,303 starred in a Superbowl ad for Apartments.com? 62 00:02:17,303 --> 00:02:19,889 And Geico did it last year with one of the simplest, 63 00:02:19,889 --> 00:02:21,266 most fun examples ever 64 00:02:21,266 --> 00:02:23,810 by enlisting Tag Team to adapt their one-hit wonder 65 00:02:23,810 --> 00:02:26,604 to somehow sell insurance with "Scoop There It Is." 66 00:02:26,604 --> 00:02:28,982 This new spot is advertising perfectly crafted 67 00:02:28,982 --> 00:02:30,191 for multiple views, 68 00:02:30,191 --> 00:02:33,444 typically during sports and living rent-free in your brain. 69 00:02:33,444 --> 00:02:35,488 That's Big Boi advertising. 70 00:02:35,488 --> 00:02:38,867 Now, do yourself a favor and go listen to "Stankonia" again. 71 00:02:38,867 --> 00:02:39,993 That's it for this week. 72 00:02:39,993 --> 00:02:40,785 Thanks for watching.